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We created striking characters of the ‘influencers of ancient Rome’ on Tik Tok to get men talking about their mental health.
Challenge
Using humour to get men to talk
Movember traditionally raises funds by encouraging men to grow moustaches, but that does not have an impact on Men’s mental health, which is a key focus.
So this year they wanted us to help them do something to get men thinking about their mental health.Approach
Approach
Positive influences
Traditionally Movember and other charities for men’s mental health try to get men talking to their mates. It’s a losing battle.
So this year the strategy was to get someone more comfortable with mental wellness to reach out to them. The women in their lives. But how could we get women to think about the mental health of a man they cared about?
Solution
Tapping into Tik Tok's biggest trend
One of the biggest TikTok trends of 2023 was women asking men how often they thought about the Roman Empire. A lot.
So Movember created a series of Ancient Roman influencers who flipped the trend by directing women to check in with their men if he wasn’t thinking about the Roman Empire.
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Dentsu Creative is a global creative agency network designed to unlock exponential growth for clients. We use Transformative Creativity as a differentiating, driving force to bring our capabilities together to positively impact people, businesses and society. Established in June 2022, Dentsu Creative is integrated with dentsu’s Media and CXM businesses in over 145 countries and regions, to offer end-to-end solutions to clients globally.
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